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Scale Reviews

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This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin


Three items measure a customer’s opinion about his/her level of knowledge of a product category before learning more about the products when entering a store that has them.

The scale uses five, five-point Likert-type items to measure the extent to which a particular advertisement has motivated a person to gather more information about traveling to a particular destination.

Three items are used to measure the degree to which a person receives information from someone else that is beyond what the person was already aware of.  The items in the scale are rather general but may make the most sense when an important decision is about to be made by a person (the participant) and a conversation with someone with greater knowledge or expertise on the topic provides information that changes the participant's attitude.

Containing eight, five-point Likert-type items, the scale measures very basic beliefs and comprehension of what buyers and sellers do.  The scale seems most relevant to use for those living in subsistence marketplaces.  It may also be useful when studying what children understand about the market.

How willing a person is to provide requested information from a particular website or other entity is measured with three, seven-point semantic-differentials.

Three, seven-point Likert-type items measure a person’s belief that companies should invest more time and effort to ensure that the personal information in their files is accurate.

Composed of three, seven-point Likert-type items, the scale measures the belief that companies should not share or sell personal information to other companies unless authorized by the individuals who gave the information about themselves.

The belief that providing personal information to a specific entity such as a website has benefits is measured with three, seven-point Likert-type items.  The specific benefit referred to in the items has to do with product suggestions.  Further, while the sentences are flexible enough for use with entities such as companies or organizations rather than a website, the scale was developed for use with a website.

Composed of four, seven-point Likert-type items, the scale measures a person’s belief that providing personal information to a particular website when updating his/her profile has a high potential of being used inappropriately.

A person’s willingness to share three types of personal information (demographic, lifestyle, media usage) with a business is measured with seven-point Likert-type items.